Alaeddin Ahmad Abu Rob is a distinguished executive in education technology, recognized for spearheading strategic growth, digital transformation, and innovation across the MENA education sector. As General Manager and Digital Content Director at Advanced Learning Company (ALC) in Riyadh, Alaeddin leads high-impact initiatives that position ALC as the preferred partner in large-scale educational projects across Saudi Arabia and the GCC. Additionally, he serves on the ALS schools committee, actively shaping the strategic development of these institutions. Previously, as Director of Innovation & Technology at Obeikan Education, Alaeddin directed landmark projects, including the implementation of the largest curriculum development, digitization, and teacher training program for Saudi Arabias Ministry of Education. As the founder of Menhaj Education Technologies, he delivered transformative digital solutions, expanding EdTech services across Jordan, the UAE, and beyond. Alaeddin holds an MBA from the University of Wolverhampton and a Bachelors in Engineering from the University of Jordan. Known for his focus on innovation and advanced technology, he continues to drive impactful transformations that elevate education quality and accessibility throughout the region